Chapter 5 Sports Marketing

Social media activity across Twitter, Facebook and Instagram throughout the broadcast as well as three hours before and after the broadcast

• MIS

• Hard Data

• Interactions

• Soft Data

• Marketing Research

Set of procedures and methods used to systematically collect, analyze, distribute and store information needed by business managers to make marketing decisions

• Marketing Intelligence

• External Databases

• Marketing Research

• MIS - Marketing Information System

Data collected about customers or from sales activities within the business

• Hard data

• Internal company data

• Interactions

• External company data

Data from outside the business, such as the census data from the government

• External Databases

• Soft Data

• Hard data

• Internal databases

Information about competitors, the industry as a whole, and the market for the product.

• Interactions

• Soft Data

• Internal company data

• Marketing Intelligence

Process designed to provide a solution to a specific marketing problem through the use of a scientific problem-solving system

• Marketing Intelligence

• Marketing Research

• Focus Groups

• Interactions

Estimate or educated guess

• Internal Data

• Hard data

• Soft data

• None of the above

Statistics gathered through valid research

• Hard data

• None of these

• Soft data

• External data

Information that is specifically focused on a single target market is gathered

• External databases

• Internal company data

• Interactions

• Market Research

Small number of people representative of the large group.

• Algorithm

• Sample

• Analytics

• Focus Group